Inbound and
Digital Marketing Insights

The best landing pages are considered the best because they achieve one thing: converting visitors into leads. If they can manage that well, they need do nothing else. The flipside, of course, is that a landing page that’s not getting conversions is just digital dead weight.

There are a dozen different things you have to consider when trying to make an effective content strategy: distribution, keywords, topics, and so on—and so it’s easy to get lost. Often underestimated, however,  is one of marketing’s basic models: the marketing funnel. Simple but universally applicable, the funnel is an efficient method for moving visitors down the path to becoming customers.

How do you know if something is worth your investment?

Sure, there are a couple of handy metrics to figure this out: return on investment, price/earnings growth-to-ratio, or interest coverage ratios. But there’s one particular metric that you can use in order to determine how much something is worth—and it’s a marketing campaign’s CPL, or cost per lead.

You’re probably familiar with all the usual suggestions from blogs and eBooks on improving landing page performance. Make sure that your value proposition is seen at a glance. Show social proof. Use videos. Change your CTA colour. The list goes on.

Gaining leads on any platform can be a tiring and time-consuming task, but it’s proven to be one of the most effective ways to improve business development. One platform in particular stands out for its applications in the professional sphere. LinkedIn is, by design, one of the most effective social media platforms for boosting visibility, sales, and brand prominence. Used correctly, it is also a viable source of quality leads.

Much has been said about the benefits of marketing through social media, but the majority of this focuses on its strengths at establishing a brand or building awareness. While these are certainly its strengths, its capacity in other areas of marketing shouldn’t be dismissed. With proper planning and an eye for opportunities, social media can be used to gather leads quickly and at competitive costs.